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BizReport : Advertising archives : May 26, 2010

Tablet market skyrocketing, opportunities for marketers abound

Marketers looking for the Next Big Thing with which to capture consumers' attention may want to look a little more closely into the tablet computing market. Not to develop or invest in the development of tablets, leave that to the likes of Apple and Microsoft, instead marketers need to consider how to engage tablet consumers within the ad space. More than 7 million consumers are expected to be 'tableting' by year's end.

by Kristina Knight

idclogo.gifA new forecast from the International Data Corporation (IDC) indicates that about 7.6 million consumers will be using tablet computers by the end of 2010. And, as many as 46 million consumers will be using tablet computers by 2014. That is a combined annual growth rate (CAGR) of more than 57%. Meanwhile fewer than 400 million portable PCs (laptops and the like) will be shipped in 2014.

Several advertising hubs have already begun rolling out tablet-specific advertising options; more are expected within the year. But apps, whether game apps from a vendor or advertising within apps, are expected to be the big revenue generator.

"IDC expects consumer demand for media tablets to be strongly driven by the number and variety of compatible third-party apps for content and services," said Susan Kevorkian, program director, Digital Marketplace: Mobile Media & Entertainment. "The availability of apps unique to media tablets and that differentiate the experience of using one compared with a PC or smartphone will be crucial for driving consumer demand. As the category matures and more media tablet-optimized apps become available, IDC expects that media tablets will evolve beyond nice-to-have devices and become necessities for many consumers."

For a few app-vertising tips, click here.

Whether developing apps for sale or advertising within existing apps, the marketplace is far from saturated with advertisers. What's more, many consumers have expressed a willingness to be exposed to advertising in order to receive free game playing, app downloading or other mobile benefits.

Tags: advertising, app-vertising, appvertising, IDC, iPad, tablet computers, tablet forecast

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